Why is this work relevant for Media?

THE SECRET SUPPORTER from Dutch Mill has become a representative of the benefits that Target group want. We sent the army of 500 Dutch Mill girls as an advertising medium that spread in the game itself. The mission was just simply to deliver in-game health care packages. We also promoted our campaigns through various media that invited consumers to join the game and find THE SECRET SUPPORTER. We earned many free media from famous game casters that met THE SECRET SUPPORTER and invited the follower to play together. Then, the campaign went viral with various contents.

Background

Dutch Mill, a popular drinking yogurt in Thailand always gives energy, freshness, and health benefits to teens. Nowadays, generation Z teenagers are the generation that spends most time in a day on games. That is the reason why many brands are massively spending in-game sponsorship. However, the challenge is how we will communicate the product benefit to these teenagers through the game by not making them feel forced to watch our ads.

Describe the creative idea / insights (30% of vote)

We found a new way to be a part of the game by not spending any in-game sponsorship costs. Introducing “THE SECRET SUPPORTER”, for the first time Dutch Mill sent the army of 500 Dutch Mill girls to join a popular survival shooting game with one significant rule “NO VIOLENCE, NO COMPETITION”. Our mission was just simply to deliver in-game health care packages, giving survival boxes, and to boost a player’s power. This in-game supportive mission is just like Dutch Mill supports the teen’s health benefits.

Describe the strategy (20% of vote)

This campaign is emphasized on Dutch Mill’s brand statement that we are the one who always gives benefits, energy, and freshness to all Thai teenagers in their real-life or even in the game. This time we wisely aim to target, generation Z teenagers, by using Real-Time Interactive, seeking what targets are interested in or enjoy by not making them feel forced to watch our ads. Also, make Dutch Mill become one part of their culture.

Describe the execution (20% of vote)

Dutch Mill sent the army of 500 Dutch Mill girls to join Free Fire, a popular survival shooting game with one significant rule, NO VIOLENCE, NO COMPETITION”.Our mission was just simply to deliver in-game health care packages, giving survival boxes, and to boost a player’s power. The period of the Dutch Mill army duties in-game is between 13/04/20 to 15/05/20, but in Thailand social media the conversation about this campaign extended to about a couple of months. During the campaign, an unexpected phenomenon was that some game players are acting like "Dutch Mill girls." They were cosplaying the same costumes, mimicking the supporting role and acting as our Dutch Mill girls spread out many servers in the game.

List the results (30% of vote)

After we launched the campaign: It got 150 million media impressions, 2.53 million engagements, an increase of 458% in mentions of Dutch Mill. It became the number one trending topic in Thailand’s gaming industry during the campaign.